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Universal Orlando has dropped a new Super Bowl LX commercial, and it's more than just a glossy ad. The campaign, called "This Changes Everything," is explicitly framing Universal Orlando as a week-long holiday destination. Universal Orlando does not want to be thought of as a two-day add-on theme park visit to a two week long Disney trip.
For UK families, who may split a Florida holiday between Disney and Universal, that positioning is the real news.
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What Happened
Universal released a 60-second spot titled "Lil' Bro" on Wednesday 4th February 2026, ahead of Super Bowl LX (airing on NBC and Peacock).
The Super Bowl ad was shared on Today, and can be seen in the first half of this YouTube clip:
The ad launches a broader brand platform called "This Changes Everything", created with agency Lucky Generals, with additional campaign spots due to roll out across February.
As you can see from the storytelling and attractions, Universal is looking to appeal to the family market.
Key facts
Campaign name: "This Changes Everything"
Ad name: "Lil' Bro"
Release date: Wed 4 Feb 2026
Agency: Lucky Generals
Rollout: Multi-spot series through February, plus social/platform activations
This first ad is part of a four part ad series showcasing how Universal Resorts are a great holiday choice for everyone. Universal’s campaign is set to showcase that Universal Orlando is the place for guests to create unforgettable moments with those they love most while enjoying some of the most innovative and immersive theme park experiences in the world.
What the ad features that matters for UK trip planners
Universal is showing off water parks, headline thrills, and "Epic Universe-era" hype in one sweep. The spot includes Universal Volcano Bay, plus big-name experiences such as Transformers: The Ride-3D and the coaster Stardust Racers (and it also nods to major new lands like SUPER NINTENDO WORLD).
Universal's messaging is very pointed; a Universal Orlando trip is now positioned as a full-week holiday with enough variety to justify more of your time, and your budget.
Alice Norsworthy, President, Global Marketing, Universal Destinations & Experiences said:
"Universal Orlando isn’t your typical theme park destination – it’s a place where you can let go, be yourself and share special moments with your family and friends in ways you may have never imagined."
Universal is aiming to capture the memory making of Disney that fans find so appealing, as well as that feeling you get when you enter the Disney bubble where cares and problems melt away.
This new positioning is combined with a competitive resort holiday offering:
3 open parks, including the new EPIC Universe
1 water park
11 on-site resort hotels
This is a direct challenge to the thinking of how many UK visitors traditionally plan Orlando: Disney-first, Universal as the bolt-on. Maybe that is no longer the case.
Why this matters for UK travellers
If you're planning Florida for 2026 and 2027, this campaign is a clue about what you'll see more of on social media. It’s also offering a different way to experience Orlando:
Add more Universal days
Consider longer split-stay planning: staying onsite at Universal for part of the trip instead of commuting from Disney-area hotels
Universal-only trip consideration for families who've already done Disney, or who are prioritising thrill rides and new lands for teens who want a bit more adrenaline
In short, Universal is selling a different shape of holiday and it’s appealing to UK families as a Universal theme park is under construction right here in the UK.
UK families are the exact audience that tends to build two-week plus Florida trips, so this advert and others will likely have an impact on UK families looking to build that memorable trip.
FAQs
Is Universal Orlando trying to become a week-long destination?
That's the clear intent of the "This Changes Everything" platform, which positions the resort as a full vacation with a week's worth of experiences.
When did the Super Bowl ad come out?
Universal released "Lil' Bro" on Wednesday 4 February 2026.
Who made the campaign?
Universal says it developed the campaign in partnership with Lucky Generals.
What attractions are shown?
Coverage and official materials highlight Volcano Bay, Transformers: The Ride-3D, and Stardust Racers, with prominent nods to SUPER NINTENDO WORLD.
Magic in a Minute
Universal's Super Bowl push isn't just hype; it's a signal that Universal wants more days of your UK Orlando holiday in 2026.